This edited volume aims to help business and academic researchers understand the means-end approach to understanding consumers. This is a qualitative marketing research method to gain customer insight into decision-making.
This edited volume aims to help business and academic researchers understand the means-end approach to understanding consumers. This is a qualitative ...
This edited volume aims to help business and academic researchers understand the means-end approach to understanding consumers. This is a qualitative marketing research method to gain customer insight into decision-making.
This edited volume aims to help business and academic researchers understand the means-end approach to understanding consumers. This is a qualitative ...
The essays in this volume were presented at the Third Annual Conference on Advertising and Consumer Psychology. Contributed by scholars and researchers, the papers present the latest research findings in the areas of: physiological measures of consumer response to advertising; how consumers' evaluations of advertisements affects their attitudes toward the product; what the role of self is in consumers' responses to advertising; and the meanings consumers derive from advertising.
The essays in this volume were presented at the Third Annual Conference on Advertising and Consumer Psychology. Contributed by scholars and researc...
